IN PICS: Hublot signs up tattoo artist for special project

The founder of the Sang Bleu London was announced as the latest Hublot brand ambassador by LVMH watch division president Jean-Claude Biver at the London Edition Hotel.

“Passion is an engine that drives us to create and move forward,” said Biver. “I love Maxime Buchi’s audacity, his courage as an initiator and his atypical background. He believed in his dreams and fought hard to accomplish them. He also embodies exportable Swiss innovation and talent. His tattoos evoke tradition and symbols of belonging. Behind their coded messages, they display a propensity to assert themselves, to dare to stand apart. They may fascinate or disturb, but they leave nobody indifferent. Hublot and Sang Bleu are driven by shared engines.”

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Buchi has created a glass and metal sculpture to celebrate the announcement which will ‘serve as a sketch’ for a ‘statement’ watch that will be unveiled in April.